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Modern CMO’s Split Personality?
While marketing has undergone a dramatic change in the past decade, the CMO is now balancing communications and revenue, but can one person truly drive both?
28th September 2026BY Antora Chakraborty
AI Slop Is Coming For You
With brands actively replacing external ad agencies with autonomous AI Agents to manage end-to-end creative workflows, can advertising scale AI use without sacrificing creativity?
21st September 2026BY Raaina Jain
The Desi Fizz Factor
Can India’s homegrown soft drink brands disrupt the Coca-Cola-PepsiCo duopoly as regional flavours, health and quick commerce reshape the market?
14th September 2026BY Anaum Shaikh
Media Buy, DIY?
As self-serve platforms increasingly take over media buying, can scale be agencies’ trump card or will it take more to remain indispensable?
07th September 2026BY Anaum Shaikh
FMCG Brakes Before Accelerating?
FMCG’s CEO chairs are changing hands, but bigger shift is in what boards now expect. As volume growth gets tougher, consumer understanding & agility are becoming central to the job
31st August 2026BY Antora Chakraborty
Festive AdEx Rides The Wave
With festive AdEx estimates ranging from 5% to 15% growth, 2026 is shaping up as a season of uneven momentum. IMPACT tracks the forces driving growth and where advertisers are placing their bets
24th August 2026BY Antora Chakraborty
NDTV’s Big Test
Can CEO and Editor-in-Chief Rahul Kanwal reinvent NDTV, while facing the formidable task of turning investment and growth into a more powerful and profitable NDTV?
17th August 2026BY NEETA NAIR
Who Profits from Production?
AI shrinks production budgets; does it make sense for agencies to build production capabilities in-house, is it still advertising’s money spinner?
10th August 2026BY Antora Chakraborty
Checkout Goes Chatty
What happens when AI assistants begin discovering, comparing and purchasing products for consumers? Experts weigh in
03rd August 2026BY Antora Chakraborty
Where’s the New Creative HQ?
Are we witnessing a migration of the creative centre as more brands build their in-house agencies and teams?
27th July 2026BY Raaina Jain and Antora Chakraborty
India Speaks Local
As India fragments by language, brands are rethinking marketing. Is regional marketing now the real mass marketing of India?
20th July 2026BY Antora Chakraborty
Star Power or Scroll Power
Brands in India have shifted from a 70–80% celebrity skew to a balanced 50–60% mix. But, which model is delivering stronger returns?
13th July 2026BY Antora Chakraborty
Attention Please!
As AI floods the content marketplace, brands are no longer competing only for visibility—they're aiming for the one commodity that truly matters: consumer attention
06th July 2026BY Anushka Sengupta BY Isha Khatu
Rock Bottom
With only five metals at Cannes Lions 2026, India recorded one of its weakest performances, raising questions about creativity & global competitiveness
29th June 2026BY NEETA NAIR
Power of ‘One’ Leader
Anupriya Acharya, CEO, Publicis Groupe South Asia, reflects on the holding company's sustained growth, agency structures & the future of leadership
22nd June 2026BY NEETA NAIR
CHASING LIONS ON THE RIVIERA
With India chasing global creative glory, creativity, culture, craft and impact take centrestage at Cannes Lions 2026. Here are India's Cannes Contenders this year
15th June 2026BY Isha Khatu
THE MARKETERS DEFINING WHAT’S NEXT
The fourth edition of IMPACT CMO 40 Under 40 celebrates the marketers rewriting the rules of brand-building in India
08th June 2026BY TEAM IMPACT
Micro Stories, Macro Impact
India’s microdrama market is projected to hit $4.5B by 2030 but will it also become advertising’s next big platform as major players join in?
01st June 2026BY Anaum Shaikh
The Power Women of 2025
IMPACT reveals the list of 50 Most Influential Women in Media, Marketing and Advertising in its 13th edition. Meet the trailblazers
27th May 2026BY TEAM IMPACT
The Power Women of 2025
IMPACT reveals the list of 50 Most Influential Women in Media, Marketing and Advertising in its 13th edition. Meet the trailblazers
26th May 2026BY TEAM IMPACT
A Resounding Roar
A year after the birth of Leo, Global CEO & CCO Marco Venturelli says their India office has become a benchmark at the network for creativity
18th May 2026BY NEETA NAIR
Who Will Rule the Internet?
As creators/influencers build empires and billionaires join the content race, the Internet’s power map is being rewritten
11th May 2026BY Pritha Pahari BY Anaum Shaikh
Media Magicians
As the marketing world undergoes rapid change, IMPACT speaks to 10 media leaders to understand how they're navigating rising complexity to secure that extra edge
04th May 2026BY Antora Chakraborty
Who Really Makes Money?
Even as brands like HUL scale influencer networks, only a few influencers are earning meaningfully. With tighter budgets and shifting rules, is the pay gap widening?
27th April 2026BY Pritha Pahari BY Anaum Shaikh
The Next Line Of Leaders
The Class of 2025 shines; young agency leaders shape the industry’s next wave of talent. Take a look at IMPACT’s Top 30 marketing & advertising stars
22nd April 2026BY TEAM IMPACT
Agents of the AI Era
With Agentic AI taking over optimisation and execution, agencies are shifting into a new role: strategic supervisors. Is the industry ready?
13th April 2026BY Ruchika Jha
Summer AdEx Sweating?
Experts predict a YoY growth of 15% in summer AdEx with IPL push and an extended season, but will the geopolitical situation play dampener?
06th April 2026BY Antora Chakraborty BY Anaum Shaikh
Dhurandhars of the Big Screen
Do films like Dhurandhar 2, Mardaani 3 and Saiyaara need social media hype and over-the-top promotions to bring audiences into the cinema hall?
30th March 2026BY Aryan Khanna BY Anushka Sengupta
Sports Economy: A High Scorer
India’s sports industry crosses $2B, powered by media spends & IPL economics; cricket still commands nearly 90%: WPP Media Sporting Nation 2025 report
23rd March 2026BY TEAM IMPACT
Not Watered Down Anymore
In a ₹30k cr category– still under indexing on AdEx, legacy bottled water brands are revving up communication as new players push premium narratives
16th March 2026BY Pritha Pahari
The Challengers
A new generation of homegrown, digital-first challenger brands, is taking on foreign multinational giants. Do budgets no longer define scale?
09th March 2026BY Ruchika Jha
The Sports Edition
According to PMAR 2026, sports’ TV AdEx share rose from high teens to 23–25% in 2025—but how has the sports marketing universe evolved?
02nd March 2026BY Antora Chakraborty
Digital Eclipsing Traditional AdEx
AdEx grows 12% to ₹155k cr in 2025 with digital at 60% share; PMAR 2026 reveals what shaped marketer choices last year and what lies ahead
24th February 2026BY admin
From Mad Men To Machine Minds
Sir Martin Sorrell, Founder & Executive Chairman, S4 Capital, on winning the ad world, AI-era strategies & which holding companies are losing ground
16th February 2026BY Pritha Pahari
Influence Under The Scanner
As influencer marketing turns ROI-driven, what really defines influence in India today: reach, relevance, trust or the ability to sell?
09th February 2026BY Antora Chakraborty
Digital Crosses AdEx' Half-way Mark
Dentsu e4m Digital Advertising Report 2026 showed digital media grew 19% in 2025 to reach ₹71,621 Cr, accounting for 59% of India’s 120K Cr AdEx
02nd February 2026BY TEAM IMPACT
Gold In Old
Are brands truly tapping into the potential of the senior citizens' demographic, or are they still being overlooked in the advertising landscape?
27th January 2026BY Anjana Naskar
Gig-antic Debate
Q-comm players pulled back their core marketing plank of 10-minute delivery, will this lead to a massive overhaul of their advertising?
19th January 2026BY Pritha Pahari
10 on 10 campaigns of 2025
Meet the admakers that wowed us with their work in 2025. IMPACT picks the best 10 ads from the year gone by
12th January 2026BY Yash Bhatia
The Rulebook For 2026
Which forces will shape the media and marketing playbook? Here are the trends for 2026
05th January 2026BY TEAM IMPACT
Merry 'Click'mas
From Zepto’s Secret Santa to InstaStrange: Why interaction is advertising’s new currency?
29th December 2025BY Pritha Pahari
Activate To Engage
How brand activations let consumers touch, feel and engage with brands by tapping into 'Experience Culture'
22nd December 2025BY Pritha Pahari BY Ruchika Jha
Tuned in to Gen-Z
Move over millennials, brands are now marketing to match the Gen Z vibe. How are brands rewriting the marketing playbook for the Zoomers?
15th December 2025BY Anushka Sengupta
The Omni-verse
Layoffs, uncertainty, client conflicts & integration woes for the Omnicom network, will this benefit rival networks and independents in the near term?
08th December 2025BY Yash Bhatia
Grouped Together To Win
Prasanth Kumar tells IMPACT how WPP Media India is fortifying its tomorrow by blending creativity, technology and data to drive results for brands
01st December 2025BY NEETA NAIR
Losing Grip on Brands?
WPP’s McKinsey review shows legacy networks under strain. Can they regain dominance, or will tech firms, consultancies and in-house teams take over?
24th November 2025BY Yash Bhatia
Cricket To Commerce
Top Indian cricketers are not just endorsing brands they are actually owning a stake in it too, will this help the brands score?
17th November 2025BY Anushka Sengupta
The Turning Point
They’ve lifted the Cup and the country’s hopes- can India’s women cricketers now lift their brand power and match the men?
10th November 2025BY Yash Bhatia BY Ruchika Jha
Stir-Fried PR
Is the Ching’s Secret ad a bold brand masterstroke or pure PR overkill, heavily dependent on a reported ‘Rs 150 cr budget’ ?
03rd November 2025BY Anushka Sengupta
Kuch Khaas Tha
Farewell to the legend who found stories in every brand — from Asian Paints to Fevicol, Piyush Pandey was truly the heart of Indian advertising
27th October 2025BY TEAM IMPACT
Less Vs. Luxe
Can memes and small-budget reaction ads by brands beat multi crore ad campaigns. Will legacy brands like Lux, Britannia etc pivot in a big way?
20th October 2025BY Pritha Pahari
Earning a PhD in Winning Accounts
Eileen Ooi, CEO, APAC & Monaz Todywalla, CEO, India at PHD on how they are set to register 50%+ growth in new business wins this year in India
13th October 2025BY NEETA NAIR
Boardroom Stars to Ad-Stars
Once behind the scenes, India’s brand founders are now front and center in Ads, TV shows and Podcasts; but will personal branding be enough to sell?
06th October 2025BY TEAM IMPACT BY Aryan Khanna
BFSI Breaks The Mould
No longer the quiet corner of advertising, India's BFSI sector is now unleashing an ad blitz to win Gen Z hearts and Bharat's wallets
29th September 2025BY Anushka Sengupta
Q-up for Ads
Brands are paying 30-35% more for ads on Q-commerce, but even then grocery runs on the platform push up ADEX to an estimated Rs 5000cr in 2025
22nd September 2025BY Antora Chakraborty
AI - New Money Spinner for Agencies
AI has moved from experiment to engine, reshaping how India's ad agencies create, pitch, and perform in real time
15th September 2025BY Anushka Sengupta
High-Stakes Festive Race
Despite tariff war and lack of big sporting properties, experts predict a 15% increase in festive ADEX over last year
08th September 2025BY Pritha Pahari
People & Growth
At P&G, Shailesh Jejurikar and four other Indian-origin leaders take the helm, steering the global consumer giant into a new era of leadership from India
01st September 2025BY Anushka Sengupta
Game Over for Rs 10k Cr AdEx?
The ban on real-money gaming knocks Rs 10,000 cr AdEx off the board. What’s the next play for brands and advertisers?
25th August 2025BY Pritha Pahari
Fake OOH For Real Likes
From Amul Girl in Portugal, Pepsi’s takeover of Gateway of India to Bisleri’s game with a view, CGI is redefining creativity in advertising
18th August 2025BY TEAM IMPACT
Freedom From Scams
As online scams get smarter, so do the ads fighting them. This Independence Day, we're batting for freedom from fraud
11th August 2025BY Anushka Sengupta
Infamy is the new virality
In India’s influencer boom, backlash isn’t always bad news - it’s sometimes the rise of infamy-led fame in India’s influencer scene
04th August 2025BY Pritha Pahari
Koli-ty in every role
Content creator, author and actor Prajakta Koli gets real on how audiences view comedy today and the hard work behind all the glam, in a chat with IMPACT
28th July 2025BY Pritha Pahari
No Free-lanthropy
A freelancer fired a salvo at an ad agency over unpaid dues. Though now resolved, it raises the question—who protects freelancers in advertising?
21st July 2025BY Yash Bhatia
Chasing Koreanisation
Is the K-wave just a passing trend in India, or is it transforming the way Indian brands market their products and approach consumers?
14th July 2025BY Jennifer Thomas
Health InfluenceRx
A post a day to keep the illness away? Atleast that is what Health & Wellness brands are betting their digital spends on
07th July 2025BY Anushka Sengupta
Aamir Khan: In the creative field you have to follow Saraswati. Lakshmi follows
In conversation with IMPACT, Aamir Khan discusses ‘Sitaare Zameen Par’, turning down ₹125 cr, and why real marketing connects through emotions—not trends
30th June 2025BY Kanchan Srivastava
MORE THAN ‘LUCKY’
Beating 2024 and 2023’s metal Tally, India really roared back at the Cannes Lions this year, with FCB India leading with 9 Lions and a Grand Prix
23rd June 2025BY NEETA NAIR
BUILDING AN AGILE FUTURE
Havas Chairman Yannick Bolloré talks about demerger, crossing 10% revenue growth in Indian market, in Q1 of 2025 and on meeting 2024 revenue
16th June 2025BY NEETA NAIR
The Next Gen Marketing Masters
IMPACT Unveils the 3rd edition of CMO 40 Under 40 to honour the top minds shaping the future of Marketing. Check out the full winner list here
05th June 2025BY TEAM IMPACT
Will India Get ‘Lucky’ at Cannes?
Agencies in India, gear up for Cannes Lions 2025. Which entries will put India on the world map of creativity? Presenting India's Cannes contenders
02nd June 2025BY NEETA NAIR
Human Ideas vs Tech Led Creativity
As we close in on the Cannes Lions 2025, will good old human ideas bag the big wins or will tech-led ads continue their winning streak?
26th May 2025BY Aryan Khanna
PRINT TAKES FLIGHT AGAIN
With ad rates going up by as much as 25%, IMPACT decodes the renewed love affair between print medium and brands.
19th May 2025BY Anjana Naskar
‘CONCERT’ED GAINS
From Coldplay to Guns ‘N Roses, what is making India the next big concert destination for global stars, and what’s in it for the brands?
12th May 2025BY Jennifer Thomas
The Independent Dependables
A deep dive into the independent digital agencies that are making waves in the country today
05th May 2025BY Aryan Khanna
Triumphant in TV Dangal
Dangal TV’s bold storytelling and global ambitions are pushing boundaries and redefining engagement, while clocking a 15% growth in revenue last year
28th April 2025BY Pritha Pahari
Test-Drive Delivered
Can a digital-first approach in ad spends and sales rev up auto sales, after PVs saw their slowest growth in 3 years? IMPACT dives into the shift
21st April 2025BY Anushka Sengupta BY Shalinee Mishra
E-Sporting the New
Is the government paving the way for a healthy gaming economy in India with big players like Reliance entering the esports market?
14th April 2025BY Pritha Pahari
Ghibli Magic Delivered
As brands cash in on the viral Studio Ghibli AI trend, a question arises: are we witnessing a celebration of artistic homage or the strip-mining of creativity?
07th April 2025BY Anushka Sengupta
‘Milk’ing the Cola Wars
Big beverage brands are amping up marketing budgets to the tune of 18-25% this summer. Will time-ing make all the difference?
01st April 2025BY Anjana Naskar
Unfair T-Raid Practices?
Panic in Adland as CCI Raids top Media Agencies over alleged price-fixing allegations
24th March 2025BY NEETA NAIR
OOH-Pen for Business
From inter-brand banter to scented billboards, India’s OOH space is seeing a resurgence making it the fastest growing Traditional medium in the Digital age
17th March 2025BY Anushka Sengupta
High Performance Delivered
Is traditional branding’s emotional charm fading as performance marketing takes center stage, commanding 30-40% of legacy brand budgets and 60-70% of D2C spends?
10th March 2025BY Anushka Sengupta
Diversity Drives Dialogue
With Women’s Day around the corner IMPACT Magazine speaks to 10 marketers whose campaigns spark conversations about equality beyond gender roles
03rd March 2025BY MANSI SHARMA & ANUSHKA SENGUPTA
DD Free-For-All Dish
Prasar Bharti’s underwhelming MPEG-2 slot e-auction cost it heavily in potential revenue, benefiting broadcasters. How did the bids plummet overnight?
24th February 2025BY ADITI GUPTA
AdEx Slows Down
AdEx growth slows to 9%, Digital continues to dominate with a 42% share at Rs 42292 cr. Will 2025 be better, here's what PMAR 2025 predicts
17th February 2025BY admin
YAAP: FUELLED FOR GROWTH
Over past 3 years, YAAP has achieved 50% YoY growth. Founder & Director Atul Hegde, discusses driving success through innovation, strategic acquisitions and more
10th February 2025BY Anjana Naskar
THE RS 49K CR DIGITAL LEAP
Digital continues its stride as the biggest medium, contributing to 49% of the AdEx in 2024 and is expected to grow by another 20% in 2025
03rd February 2025BY admin
Desi Videsi
Celebrating India's Republic Day by looking at Indian brands who are expanding beyond borders to captivate global markets with their Desi flavour
27th January 2025BY Anjana Naskar
LEOpoly, but at what cost?
Will the merged Leo become bigger than Publicis WW and Leo Burnett, will consolidation help Publicis Groupe outpace competition?
20th January 2025BY NEETA NAIR
Marketers’ Biggest Loss?
The new Draft Digital Personal Data Protection Rules could well make consumers’ consent king, but will it lead to loss of personalization in advertising? Read now
13th January 2025BY Anjana Naskar
Hall of Fame
Getting candid with the Creative professionals behind the10 most memorable ads of 2024, who earned a spot for themselves in IMPACT's Hall of Fame
06th January 2025BY NEETA NAIR BY Aryan Khanna
Top Trends of 2025
AI, Quick Commerce, CTV, Influencers and more, which trends will dominate the ad world in 2025? Here’s the insider’s take
30th December 2024BY TEAM IMPACT
Influencers Vs Admakers
‘Creativity is King,’ but are creative agencies still reigning, or have influencers claimed the throne? Read more
23rd December 2024BY Mansi Sharma
Race of Rapid Delivery Apps
India's online retail space is now a race for speed. In this competition who will come out on top, quick commerce startups or e-commerce giants?
16th December 2024BY Aryan Khanna
The Power Women of 2024
IMPACT names the 50 Most Influential Women of the Year in Media, Marketing and Advertising in its 12th edition
09th December 2024BY TEAM IMPACT
NextGen Agency Leaders
IMPACT Magazine reveals the Top 30 Under 30 list for 2024 honoring the very best of agency talent, hand-picked by our esteemed Jury, led by Prasoon Joshi
06th December 2024BY TEAM IMPACT
Marketing: Old Guards vs Young Guns..
As digitisation takes over all industries, what changes has it brought to the role of the traditional marketer? Read all about it.
25th November 2024BY Ashee Sharma
Aces of the Media Agency World
In the rapidly evolving media world, there are some constants, leading from the front. Presenting the winners from E4m's Media Ace Awards, 2024 and key highlights of the Conference.
18th November 2024BY Anushka Sengupta
Ads on the go
Transit advertising is like a moving billboard — catching your eye when you least expect it! Why are brands riding high on it, despite its limitations?
11th November 2024BY Pritha Pahari
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